Syntax IS important

In the domains of programming language theory and design I often see it stated that 'syntax is not important'. Syntax is believed to be superficial, well understood, and easily changed. As opposed to the semantics of a language which are interesting and fundamental. That is fine in the world of programming language theory (I have made similar statements myself). However, I occasionally see the same statement being made about programming language design; usually by PLT folks. In that circumstance, I believe it is wrong.

Syntax may be theoretically dull, but it is what is staring the programmer in the face every second they are using a language. The subtlest tweaks can have profound changes on how easy a language is to read and write. Language users get all excited and argumentative about tiny elements of syntax because it is important. Not because they are cretins. Syntax is the PL equivalent of a library's API. It doesn't matter how great a library is, if its API sucks, the library sucks. Likewise with PLs, it might have the greatest semantics in the world, but if the syntax sucks, then it will not be nice to use and will not get uptake (unless there is some seriously motivational use case).

Of course what makes a good syntax is subjective, and highly dependent on what syntaxes an individual is familiar with. But that makes designing a good syntax more difficult, not less important.